A careerist said to me, “I need your help. I need to REBRAND my resume.”

Okay. So, I was expecting, “I need a resume like yesterday.” Perhaps, “What is resume branding?” But, an outright “rebrand” —well! If I wasn’t already sitting…

Why a Rebrand?

You see, this careerist had developed a strong brand; earned a reputation as a ‘department savior.’ The problem? Most of the job offers were coming from companies in need of an immediate and truly challenging rescue. (It is a logical result. Don’t you think?) The issue is this careerist no longer wishes to come in and organize mayhem. Now, it is not this person is not willing to ‘roll up their sleeves’ and work hard. But that their most prominent qualifications, the brand that was exuding from resume shouted, “give me your poorest, most chaotic department, with little or no employees, and non-existing resources—I like that!” The solution? A rebrand.

The Complexity of Branding

Many careerists in a quest to outdistance other job seekers work on developing a personal brand—and that is great. The mistake is sometimes a careerist will launch a personal branding campaign based on what they have been told repeatedly they are best at. What’s the problem with that? Many of us are often cast into roles that we do not ENJOY just because we are good at them. Yes, perhaps, when we first begin our careers that is good enough. Nevertheless, as we grow, learn more about ourselves, discover through experience what we truly take pleasure in, we often desire personal fulfillment in conjunction with meeting our financial needs. Consequently, we need to reevaluate, and yes—REBRAND!

The Value Offer (Unique Value Proposition)

First, let’s be clear. In order to win that job, you must solve a problem for employers. (Yes. This is true.) Please know companies are looking for candidates because they need to solve a problem. So, if boarding a sinking ship, steering it, and hoisting it out of turbulent waters is what you enjoy—ahoy! But (pay close attention now), as an example, if you do not desire to save a department from flounder—what then is your value offer? Perhaps taking the department to the next level? Offering higher returns? Guaranteeing more efficiency? Promising to train even better employees? Yes, you can present a solution to a challenge they have not yet faced. Think about the latter. How often have you purchased a product you originally didn’t know you needed but as it turns out it has made your life easier? Branding. Targeting. Marketing!

You and only you can answer the question of what your value offer is, but be assured you must offer value.

What this Means for You

You must pay close attention to what you are offering via your resume and brand. What you promote most prominently will attract those in need of just that. It is that simple. It is not just about outdistancing and differentiating yourself (although it is a key component of branding) but it is about attracting the right employer by targeting the right market and promoting the right brand.

Developing the right brand is a very complex self-analyzing process. You must be extremely cautious you do not promote an undesirable brand; coming into a department and sustaining things as they are is not a bankable or differentiating brand. Thus, you must evaluate and identify what you offer a corporation that provides them with an added value and concurrently position yourself to leverage the strengths you wish to implement in your daily work life.

What is your resume/brand saying about you? What is the value you are offering? And dare I ask you, what would make you happy?